Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

TREND RESEARCH and MANAGEMENT: what is trend research and why do we need it? (PART 1)

2,134 views

Published on

This is the first part of trend research and management training course that is available at:

http://semiosearch.lt/training/

This first presentation covers the why, what and who parts of trend research and management.

Published in: Business
  • Be the first to comment

TREND RESEARCH and MANAGEMENT: what is trend research and why do we need it? (PART 1)

  1. 1. www.semiosearch.lt/training PART 1 of TREND TRAINING COURSE WHAT IS TREND RESEARCH WHY DO WE NEED IT?
  2. 2. WHY IS IT IMPORTANT NOW? Strategic foresight, future planning and trend research have been around for a long time – why are these disciplines becoming increasingly relevant?
  3. 3. ACCELERATING CHANGE With critical technology becoming more and more available in different industry sectors and financing coming from diversified sources, it is easier to get innovative projects off the ground. PARADIGM SHIFTS Or we might know this one by the name of disruption, which basically means a new way of doing things that abolishes the old ways (think of Uber, Netflix, Cloud and subscription services as just a few examples). INNOVATION SPILL-OVER Consumers are getting loads of new things in different areas and their expectations are now shaped by these innovations. It means that by getting a specific value in one field, I form my expectations for equivalent value everywhere else. WHY IS IT IMPORTANT NOW?
  4. 4. WE ARE LIVING IN KNOWLEDGE ECONOMY DATA IS OPENLY ACCESSIBLE, INSIGHTS ARE NOT with data becoming open and accessible, the need for data synthesis and insights is growing
  5. 5. WHO NEEDS TREND RESEARCH?
  6. 6. THE ANSWER - ORGANIZATIONS organizations have to keep up with accelerating change and complex environments – they have to know how to predict change, account for it and react to it or act based on it
  7. 7. EFFICIENT ORGANIZATIONS LEARNING ORGANIZATIONS ADAPTIVE ORGANIZATIONS organizations that are focused on streamlining their processes and performing with most effective capacity without extra resource waste ORGANIZATIONS ARE EVOLVING organizations that are trying to increase their expertise in the field by constantly improving their operational knowledge organizations that are optimized for the unpredictable world with processes and structures optimized for agility and experimentation
  8. 8. EFFICIENT ORGANIZATIONS LEARNING ORGANIZATIONS ADAPTIVE ORGANIZATIONS DEVELOPMENT from efficient to adaptive performance
  9. 9. IN ORDER TO BE ADAPTIVE AND RESPONSIVE organizations need to have tools, processes and methods to deal with changing environment – one of the most important parts of it is TREND RESEARCH.
  10. 10. THE PURPOSE OF TREND RESEARCH AND MANAGEMENT is to have an impact on organizational culture and thinking
  11. 11. WHAT DISCIPLINE DOES TREND RESEARCH FALL UNDER?
  12. 12. organizations deal with future through planning and strategies
  13. 13. and strategy is the essential link between the organization and the environment that it operates in organizations deal with future through planning and strategies LINK
  14. 14. TREND RESEARCH AS A STRATEGIC DISCIPLINE the main purpose of trend research is to establish a link between the environment and the things that the organization is doing – the main difference between trend research and other types of analytic activities is that trend research deals not only with the present but also with future environment
  15. 15. so TREND RESEARCH can be defined as activities that allow to establish the link between organization’s activities and its future operating environment present environment future environment
  16. 16. TREND RESEARCH IS A STRATEGIC DISCIPLINE
  17. 17. WHAT DOES IT CONSIST OF?
  18. 18. TREND ANALYSIS TREND MAPPING SCENARIO PLANNING WHAT ARE THE MAIN TREND RESEARCH ACTIVITIES? analysing the structure of the trend across different areas and different levels – from the basic needs to specific innovations and applications and then across different fields mapping the proliferation of trends and different trend relationships – creating the trend landscape with numerous options building scenarios that detail plausible outcomes based on critical trends within the industry
  19. 19. DATA TREND RESEARCH DEALS WITH DIVERSE SETS OF DATA: business developments, expert opinions, design, marketing and branding, consumer research and insights, mass media and content
  20. 20. METHODS scout panels scenario building stakeholder workshops expert research consumer research social monitoring JUST A FEW OUT OF MANY:
  21. 21. TREND RESEARCH is multi-dimensional and multi-layered
  22. 22. TREND RESEARCH is multi-dimensional and multi-layered AND IT HEAVILY RELIES ON SYNTHESIS – COMBINING DIFFERENT TYPES OF INSIGHT INTO A COHERENT AND ACTIONABLE WHOLE
  23. 23. PEOPLE IN THE CENTRE even though you might be discussing businesses, innovations and technology, it is people who are always in the center of any kind of trend research. TREND RESEARCH is human centric.
  24. 24. www.semiosearch.lt/training TREND TRAINING COURSE WHAT IS TREND RESEARCH WHY DO WE NEED IT? - END OF PART 1 -

×